Collegiate Branding

With the college football season in full swing, we look into how colleges are branded. Beginning in the mid 1990s, state colleges realized the need to brand themselves because of declining state funding. Now, colleges are using blogs, the internet and social media to appeal to potential students. Also, colleges across the country are realizing the importance of their names. Many are changing their names in hopes to appeal to a broader number of potential students. In the last 10 years, five schools in the state of Missouri have changed their names.

The first of two Brand Rant’s discusses how Corona is hoping that country music fans will start to think of them for a cold beer thanks to a new partnership with country music star Kenny Chesney. And in our second Brand Rant, we look into how Southwest is trying to appeal to business travelers, hoping that they will pay for the highest priced flights in exchange for a cocktail and an “A” boarding pass. Paul Kincaid from Missouri State University joins us to discuss its name change and how it increased enrolment. Also, Christopher Simpson from SimpsonScarborough, a collegiate marketing firm talks to us about other tactics colleges are taking to appeal to potential students.

Corona looks to Kenny Chesney to appeal to the country music market.

Southwest is increasing its highest priced fares in hopes of offering incentives to business travelers.

Many universities are changing their names in hopes of becoming more appealing to potential students.

Rural colleges are using new tactics to attract students from cities.